25 September 2007

Continental Airlines Arena needs a new naming rights partner, and it's got some fashionable choices. Continental Airlines recently backed out of its naming deal after the facility lost its main tenants, the Nets and Devils, but there are suitors waiting in the wing.

Southpole, Izod, and Jay-Z's Rocawear are all vying for the naming rights, which will last two years, or until the Nets depart for Brooklyn.

Rocawear would seem to have the advantage, as the company is a sponsor of the Nets, and Jay-Z is an owner of the team. But it's believed that Southpole has made the highest bid, believed to be at $2 million per year.

No matter who wins, the arena should be a far more stylish place that it was before.